(9 pages of text)
The owner and director of a residential summer camp for children recognizes the need to make some changes to achieve his primary objective of increasing the number of campers. Specifically, marketing initiatives are needed to bolster the August sessions, a month when the camp experiences declining enrolment. He has some key decisions to make, including which group to target, how to promote the camp sessions, and what to charge for any new product offerings.
Camp Wahanowin is best suited as a comprehensive case for a marketing module in an undergraduate-level introductory business course. It can also be used as a testing vehicle (exam or report). Students will be exposed to what makes a service industry successful (e.g. reputation, word-of-mouth advertising). Other teaching objectives include the following:
- To give students practice at analyzing a company’s internal capabilities; performing a consumer and competitive analysis; analyzing the external business environment; and drawing implications.
- To learn how businesses deal with new issues and understand the rationale for their decisions.
- To hone students’ analytical skills via testing the financial feasibility of promotional options, while keeping in mind the fit with the business’s internal capabilities.
- To let students design a detailed marketing plan supported by their qualitative and quantitative analyses.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2010
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